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Introduction 3 1.2 HOW AIRPORTS USE MARKETING AND PUBLIC RELATIONS Airport managers use public relations and marketing to communicate with their customers, a diverse group that can include airport sponsors, tenants, airlines, business prospects, and the community. Typically an airport markets for the reasons shown in Exhibit 1.1. Exhibit 1.1--Reasons to Market the Airport. Attract additional activity or business to the airport Airport Business Keep existing tenants Increase the number of based aircraft & hangars Attract passengers Air Service Solidify existing service Pursue new air service opportunities Rally support for the airport Support Inform the community, other stakeholders, and funding agencies Source: KRAMER aerotek, inc. All airports, regardless of size, engage in marketing on a regular basis. Here are a few examples that demon- strate the range of marketing and public relations activities undertaken by airports: The airport has applied for a federal grant and has decided to brief its congressional delegation about the proposed project. The newspaper or radio station has called the airport office for an interview. An airline has announced intentions to build a new maintenance facility at an airport in the region and the airport seeks to advance its candidacy for site selection. A few neighbors near the airport have complained about noise or truck traffic. The airport seeks to attract more passengers for existing air service. The airport wants local businesses to support a proposed new service. A large building on the airport is available for lease. Because many small airports are run by a single individual or a small group, the main goal of this Guidebook is to help managers prepare a low cost marketing and public relations plan that targets the intended audiences, establishes a consistent and strong message, and spells out specific activities to communicate the message.